Walt Disney Co. has begun rolling out its plan to encourage the purchase of digital cinema technology to eliminate the barriers that have so far hampered growth.
The Disney studio has silently launched movies online, which allows users to rent or buy digital versions of Disney and Pixar movies and watch them on the internet.
The site was designed as a bridge company transition gentle stream of consumer entertainment of the family of the physical to the digital world. It began in May, without fanfare.
How, without fanfare? Disney does not promote the site further, including the Web address in a sleeve inside the packages of DVD and Blu-ray. Not even a link to it on the main website of the company.